Where to Shoot Your Catalog (695 words)

Your catalog photography, and particularly your cover shot, must brand and sell. Where to shoot is a crucial choice, but it is not as simple as A or B, "studio vs. location."

Studio options themselves are many:

• Daylight studio. With windows or skylights, this option offers the beauty of natural lighting with the relative ease of a studio shoot.

• Studio shoot with backdrops. Results vary from simple silhouettes to the beautifully dramatic shots seen in books like The Sharper Image.

• Studio shoot with constructed sets. Create an environment to closely control every aspect of set and lighting.

• "Photo house" studio. Used by many home furnishings catalogers, "photo houses" are large "studios" with thousands of square feet of customizable room sets and props—all the advantages of an interior location shoot at a significantly lower cost.

This system can be run by "remote": The photo house customizes your setting according to your directions, then takes a test shot and e-mails it to you for comments and revision.

Another possibility are hybrid shoots, which combine studio shots with stock backgrounds to achieve a look like that of The Territory Ahead's catalogs.

An interior location allows you to create a lifestyle mood that reflects your brand in a way not easily achievable in a studio. Exterior locations offer the most space and drama, but come with potential problems associated with being outdoors.

The number one advantage to studio shooting is control over every detail of the product presentation, especially lighting and format—35mm, 8 x 10, even digital. You can build a set to your exact specs, leave it up while you wait for input, and shoot on multiple sets. What's more, studios offer comfortable facilities for hair, wardrobe, make-up and food service. They're set up for styling and storage of product, sets and props.

So why not always shoot in a studio? Because studio shoots tend to be more structured and less spontaneous. Fashion shots seem stiff and less emotional. And unless you've got a large daylight studio or a very experienced photographer, it's hard to achieve the look of natural light. Moreover, it can be cost-prohibitive to build, style and prop a large, realistic set—particularly when creating an outdoor scene.

A location shoot lets you speak to your customers in a more emotional way—to appeal to their lifestyle and to communicate a mood.

Locations vary dramatically, from far-flung outdoor shoots to charming local B&Bs. Sometimes you can use these locales free in exchange for a mention in the catalog. There are also "photo-friendly" cities where permits are easy to get. To find locations, you can employ a "location scout" (they normally charge by the day), or do it yourself by networking, looking on the Web or contacting film offices in larger cities.

Although location shoots have the reputation of being much more demanding (ever shoot fashion outdoors in lousy weather?) they can also be more cost-effective than a studio, for instance if the location already has the props and the look you're after. Then there's the magic of serendipity: a dramatic beam of sunlight at just the right time or a horse in a nearby pasture meandering into your shot.

The down side of locations is that even after detailed planning, things can go wrong. The product won't arrive. The model's plane is cancelled. The owner you rented from doesn't show. A storm puts your budget and schedule in jeopardy. Do you wait it out? Or redesign all the shots to be interiors?

Then there are the location scout expenses; the permits to shoot in a public place; the guards for your wardrobe RV; the "contributions" to appease the local business you disrupted. If you're thinking location, prepare well and weigh the promise of the shots against the possibility of problems.

Keep in mind that a combination of studio and location shots may allow you to control your budgets and pacing and keep your book fresh.

Chris Carrington is president and Carliss Million is vice president and creative director at Catalogs By Design, a catalog agency located in King of Prussia, PA. They can be reached at (610) 337--9133.